By now, you’ve seen some of the investments the social media community has made in Pinterest. The visual inspiration engine resonates with communities in such a natural way it’s no wonder that the little network that could is on a meteoric growth trajectory. But as Pinterest usage and prevalence increases, marketers are beginning to ask themselves how best to leverage the platform to get its message out.
MagCloud publishers have been using Pinterest for some time, with good success thus far. We’ve reached out to some “Pinteresting” publications to understand more about Pinterest’s benefits: Cory Ann Ellis (Pinterest page here)– of AC Ellis Photography, SD Wedding Style and The Cake Lady Bakery – and Trey Hill – who uses both MagCloud and Pinterest for Square Root of Nine, a story telling agency.
Have some thoughts, tips or ideas of your own? Let us know in the comments! And as always, if you’d like to respond to us or the authors, the comments section is the place to be.
MagCloud: Have your publications used Pinterest for promotion recently? What have you seen from the platform that made the promotion unique?
Cory Ann: “We actively use Pinterest to promote our print and web publications. Pinterest is the fastest growing social media platform, and the viral exposure a company can receive through pinning is an important component of our marketing strategy.”
Trey Hill: “As the owner of a storytelling agency, sometimes it’s hard to distinguish what I do for myself and what I do to further our story. At some point, I just embraced that the line is blurry. I do use Pinterest regularly to bookmark images, stories and styles that I find appealing. I try to temper promoting my business, but do have a few boards that highlight my work.”
MagCloud: What do you think Pinterest might offer publishers that is unique to publishing (as opposed to the advantages for other small businesses)?
Cory Ann: “I think Pinterest offers publishers an opportunity to generate continued support and readership of past publications. When your publication is long off the shelf or not at the top of your promotional efforts, you have the ability through Pinterest to promote past issue sales, articles and advertisers. What a great way to stretch your reach and create a good use of past content rather than collecting dust in a lost folder on your hard drive.”
Trey Hill: “I’m certainly no publishing expert, but I think whether you’re a publication, small business, non-profit or sports team, Pinterest offers you the ability to curate tangible expressions of your brand’s story. You can craft a character and associate yourself, powerfully, with ideas, imagery and products you admire. However, most brands I interact with on Twitter aren’t taking advantage of this aspect of Pinterest.”
MagCloud: What are some tips that may help other publishers to get started on Pinterest?
Cory Ann: “Try not to only pin promotional pieces for your own business, but also images, services and products that supplement your business or life. For small businesses, Pinterest offers an easy method to allow your customers and readers to get to know the owners and employees by creating personal style boards. A personal connection is so important to brand and business loyalty, and this is a great easy way to reach out to your customers and share in a subtle way, without taking up vital print space. Pin images directly from your site or blog. Be sure the link back on Pinterest leads to a specific post and not just your home page. Use simple clear descriptions and hashtags on the images you pin. Make it easy for viewers to find your pins when they search.”
Trey Hill: “Don’t be scared to pin things that might not end up in a click back to your website. People respect organizations that are secure enough in their own identity that they are free to applaud the efforts of others. And, when you begin to point people to the things you admire, more often than not, the favor is returned.”
MagCloud: Pinterest is a highly visual social media platform, how can you use that style to promote your publication?
Cory Ann: “We are visual people and the use of good images and design can draw a viewer in and entice them to read a full article or publication. We like to post images of our publication that link back to our sale page on Pinterest. Also a board can be created for each article or issue to supplement the publication and drive traffic back for a full purchase or download. Behind the scenes and extra images that don’t make the article are great to draw the viewer in without compromising the distribution of the original content. Most publications are driven by advertisers. By pinning the ads, websites and products of your advertisers, you create an increased value to your ad sales.”
Trey Hill: “First, let me start with a warning. Self-promotion in social media of any kind needs to be tempered. Heavily. Make sure you’re pinning 15-20 items that have nothing to do with you directly for everyone that points back to you. If you can make that ration even larger, do it. As Brian Regan so appropriately warned, ‘Beware the Me Monster.’ I am continually impressed with Warby Parker’s strategy for pinning. This past summer they launched a Blue Mirror sunglass lens & created a board that featured pins with that shade of blue. Of the 39 pins on the board, only one featured the glasses themselves. That was an interesting idea and could apply to publications as well. Does your current issue have a theme that you could pin from? What about doing boards inspired by the various stories? That kind of thinking gets people excited and generates repins and conversation, which in-turn builds loyalty to your brand and the larger story you’re trying to tell.”